Executive Summary

Aug 2019
PROSPECTS
Opposing trends lead to a static performance, with differences between categories

Whilst sales of watches benefited on the one hand from the good economic environment in 2019, which made consumers more likely to purchase, on the other hand sales were negatively impacted by the rising popularity of smartwatches and wearables. Brands such as Apple and Fitbit received strong marketing support and exposure in retail channels, boosting sales of such products at the expense of watches.

Younger consumers targeted with new and second-hand watches

Manufacturers are targeting younger consumers with luxury watches, which are seen as collectors’ items, by promoting more affordable products. Dutch consumers are showing interest in the tradition and production process behind mechanical watches, with manufacturers responding with more models and targeted communication that involves traditional advertising, but also popular social media platforms such as Instagram or Facebook.

Internet retailing is dynamic but specialists still dominate

Internet retailing is a channel which is increasingly being used by Dutch consumers to purchase watches. They may visit a physical store to look at and try on products, but then look online for the store offering the best possible price deal.

COMPETITIVE LANDSCAPE
The Swatch Group performs well and maintains its lead

The Swatch Group continued to lead watches in the Netherlands in value terms in 2018. The company has separate sales strategies to deal with its various brands.

Newer brands start by focusing on online sales and promotion

Newer brands are emerging by focusing on online sales and promotion. For instance, the brand Triwa from Sweden offers classic quartz models online at affordable prices, which compete in terms of quality and design with more expensive or luxury brands.

Rolex advertises to increase its presence in the Netherlands

Rolex is investing to increase its brand presence in the Netherlands through major advertising campaigns. The company targets local consumers, with more of an emphasis on younger and middle-aged men and women, and on watch models linked to sports, with chronometers and other functions.

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Watches in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Watches industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Watches industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Watches in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How do sales of mechanical, quartz analogue and quartz digital watches compare in Netherlands?
  • Which format of watch underpins most sales: casual, formal or sports?
  • Which retail channel is showing the most future promise?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our watches market research database.

Watches in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Opposing trends lead to a static performance, with differences between categories
Younger consumers targeted with new and second-hand watches
Internet retailing is dynamic but specialists still dominate

COMPETITIVE LANDSCAPE

The Swatch Group performs well and maintains its lead
Newer brands start by focusing on online sales and promotion
Rolex advertises to increase its presence in the Netherlands

CATEGORY DATA

Table 1 Sales of Watches by Category: Volume 2014-2019
Table 2 Sales of Watches by Category: Value 2014-2019
Table 3 Sales of Watches by Category: % Volume Growth 2014-2019
Table 4 Sales of Watches by Category: % Value Growth 2014-2019
Table 5 Sales of Watches by Price Band: Volume 2014-2019
Table 6 Sales of Watches by Price Band: Value 2014-2019
Table 7 Sales of Watches by Price Band: % Volume Growth 2014-2019
Table 8 Sales of Watches by Price Band: % Value Growth 2014-2019
Table 9 NBO Company Shares of Watches: % Value 2014-2018
Table 10 LBN Brand Shares of Watches: % Value 2015-2018
Table 11 Distribution of Watches by Format: % Value 2014-2019
Table 12 Forecast Sales of Watches by Category: Volume 2019-2024
Table 13 Forecast Sales of Watches by Category: Value 2019-2024
Table 14 Forecast Sales of Watches by Category: % Volume Growth 2019-2024
Table 15 Forecast Sales of Watches by Category: % Value Growth 2019-2024
Table 16 Forecast Sales of Watches by Price Band: Volume 2019-2024
Table 17 Forecast Sales of Watches by Price Band: Value 2019-2024
Table 18 Forecast Sales of Watches by Price Band: % Volume Growth 2019-2024
Table 19 Forecast Sales of Watches by Price Band: % Value Growth 2019-2024

Personal Accessories in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Continued growth, although very different performances between categories
Sustainability attracts environmentally-conscious consumers
Players attract younger consumers through social media and affordable launches
Specialist retailers still dominate despite rising competition from internet retailing
Growth set to continue, with fashion trends and sustainability playing their part

MARKET DATA

Table 20 Sales of Personal Accessories by Category: Volume 2014-2019
Table 21 Sales of Personal Accessories by Category: Value 2014-2019
Table 22 Sales of Personal Accessories by Category: % Volume Growth 2014-2019
Table 23 Sales of Personal Accessories by Category: % Value Growth 2014-2019
Table 24 NBO Company Shares of Personal Accessories: % Value 2014-2018
Table 25 LBN Brand Shares of Personal Accessories: % Value 2015-2018
Table 26 Distribution of Personal Accessories by Format: % Value 2014-2019
Table 27 Forecast Sales of Personal Accessories by Category: Volume 2019-2024
Table 28 Forecast Sales of Personal Accessories by Category: Value 2019-2024
Table 29 Forecast Sales of Personal Accessories by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Personal Accessories by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources